search query: @indexterm placement / total: 35
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| Author: | Matthes, J. Schemer, C. Werner, W. |
| Title: | More than meets the eye Investigating the hidden impact of brand placements in television magazines |
| Journal: | International Journal of Advertising
2007 : VOL. 26:4, p.477-503 |
| Index terms: | brands placement brand valuation brand loyalty television advertising |
| Language: | eng |
| Abstract: | The authors researched in an experimental study working with an authentic television broadcast, the effect of frequency of placement exposure, viewers' involvement and viewers' persuasion knowledge on the attitudes towards the brand and brand recall. The studies results clearly show a mere exposure effect. A frequently presented brand placement can have a positive influence on brand evaluations although viewers do not remember the brand. However, this effect can only be found when there is a strong involvement in the programme and low persuasion knowledge. In contrast, when persuasion knowledge is high and involvement is low, frequently presented placements lead to a weakening of brand attitudes. |
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